Plenish is ramping up its efforts to become the number one brand in premium dairy alternatives with a new range of plant-based milks enhanced with vitamins and minerals.
The three-strong Enriched range comes in soya, oat and almond variants (rsp: £2/500ml) and rolls out to M&S, Waitrose, Whole Foods Market and Planet Organic next month.
It boasted “more calcium and protein than milk”, said Plenish founder Kara Rosen, and would also contain omega-3, iodine and vitamins D, B12, B2 and E to offer shoppers the same nutrients as cows milk.
The launch is part of a raft of dairy alternative NPD from Plenish this summer, which also includes a new soya variant for the brand’s core range of long-life drinks (rsp: £2.50/one litre). The brand is also expanding its core range of long-life drinks with a soya variant (rsp: £2.50/one litre) from July.
“So far we have only been reaching about a third of our potential consumers,” said Rosen. “By adding to our current range, we can speak to all of these customers. We believe where there’s a dairy product, there should be a dairy alternative.”
It follows the appointment of four industry “heavy hitters” to senior leadership roles in January, as part of Plenish’s long-term plan to become the top brand in premium dairy alternatives. It also recently completed a third fundraising round, which raised £1.5m from its existing investors.
Separately, Plenish - which started out in cold-pressed juices - is releasing fruit and spice-based shots in July, with listings in Sainsbury’s, Whole Foods Market and Planet Organic.
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